移动消费顾客满意度与忠诚度的多维市场细分分析

基于对移动公司的实际调研,以调研设计中的关联属性为市场细分的纬度,分析了移动顾客满意度与忠诚度在各细分市场的特征。分析数据显示:按照城乡、年龄、入网时间、品牌、年收入、月话费额等因素进行细分的各细分市场在顾客满意度与忠诚度方面存在规律性的差异。基于此,提出了提高移动顾客满意度与忠诚度的思路,包括区分城乡市场、以年轻消费群体的服务要求为标准、延长在网时间、实施差异化品牌策略、建立多维市场细分体系、建立差异化服务体系。

A Study on Multidimensional Market of Customer Satisfaction and Loyalty to China Mobile

With the design of the ways to observe the satisfactory degree and loyalty of the customers to China Mobile,this research,based on the investigation to China Mobile and the altitude of selecting the market with the relevant attributes from the investigation and design,analyzes the characteristics of the customers' satisfactory degree and the loyalty in the selected markets.The obtained date reveal that the customers of China Mobile show regular differences in the satisfactory degree and loyalty in a selected market segmented by the attributes of the city and the countryside,the age,the time of using mobile,the brands,the yearly revenue and the monthly communication fee.Therefore, the paper offers some ideas of promoting the customers' satisfactory degree and loyalty,including differentiating the city and the countryside,building the service criterion satisfying the demand of the youth,prolonging the time of using mobile,enforcing differential brand strategies,building the system of market segmentation from multiple longitude,and building differential service system.